Risque Aussie outdoor ads spark public anger

SYDNEY: Australian Government and local advertising bodies have moved to clamp down on the use of female imagery in outdoor campaigns following a rash of risque executions. In an unusual step, Victorian Minister for Women's Affairs Sherryl Garbutt called for the creation of a special advisory committee to consider ways to improve the portrayal of women in outdoor advertising. Much of the catalyst came from a spike in public complaints regarding outdoor advertising, particularly campaigns featuring women. In one of the more contentious campaigns, beverage firm Chivas Regal commissioned billboards which showed the torso of a leggy woman stepping out of a car, with the line: "Yes, God is a man." A Windsor Smith shoes campaign has also sparked public outcry with images which made references to oral sex, while a billboard from fast food brand Chiko Roll showed a woman in a suggestive pose. A discussion paper generated by Garbutt stated: "Women are diverse in their values, experiences and appearances. Yet, sometimes the way that women are portrayed in the media and advertising can limit the perceptions of women to mono-culturalist, ageist stereotypes." The action has also sparked interest from the Advertising Federation of Australia (AFA), which floated the idea of an internal vetting service. "We recognise outdoor is a very difficult thing to manage," AFA executive director Lesley Brydon said. "Outdoor is different from other media; you can't turn outdoor off. We believe it is a special case." To alleviate some of the industry angst, Brydon said the AFA was considering providing a special outdoor advisory service. This would entail passing those campaigns voluntarily submitted by advertisers past a special judging panel to pre-determine whether they were appropriate for public consumption. In a preliminary move, the AFA, along with the Outdoor Advertising Association of Australia and Australian Association of National Advertisers have begun to circulate a checklist and advisory paper for advertisers. But the bodies remain adamant the move is simply precautionary, rather than a regulatory measure. "However, in the cause of being responsive to community concerns, a prudentapproach is recommended," it was noted. The paper also noted that the number of advertisements attracting complaints was "miniscule" compared with the number of campaigns run in Australia each year.

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